2009 Residential Unitary Market Trends

Figure 1.

During May 2009, Clear Seas Research conducted research with industry professionals using both an online and mail survey data collection approach to understand industry trends, brand awareness/familiarity, brand loyalty, purchase drivers, and current business practices. Two separate surveys were administered, one focusing on residential unitary products and one on light commercial unitary products. In total, 466 industry professionals completed the residential section. Surveys were completed nationally, by owners or managers of HVACR businesses.

Contractors responding to this survey reported an annual sales average of $2 million, with 60 percent coming from the sales of residential heating/cooling equipment.

Responding contractors sell an average of three brands, and intend to do so five years from now. Although contractors expect the number of brands available to decline by approximately one-third in the next five years, the number of brands available has remained fairly consistent during the past six years. The presence of import manufacturers is expected to increase during the next five years.

When deciding which brand of residential unitary equipment to purchase, quality, reliability, and durability are “very important” factors followed by availability, technical support, serviceability, warranty, and operating efficiency. The importance of warranty, operating efficiency, competitive pricing, distributor credit, and rebates/incentives has increased significantly since 2007. (See Fig. 1.)

Figure 2.

At any point in time, almost one in four contractors are “as likely as unlikely” or “likely” to change from their primary brand. The main reasons for switching are better equipment availability, better price, and better warranty.

Almost one in four indicate that their customers always rely on them to decide which brand they purchase. The likelihood of a customer calling a company because of a brand carried has increased significantly during the past two years. (See Fig. 2.)

Figure 3.

According to survey respondents, the most used information source to learn about residential heating/cooling products is trade magazine articles followed by trade magazine advertising. The most important form of co-op advertising is brochures/literature, followed by Yellow Pages®, Internet, newspapers, and radio. Currently, the average amount spent annually on advertising is reported to be $31,263; one-third of this amount is spent on Yellow Pages advertising. (See Fig. 3.)

For more information about the 2009 Residential Unitary CLEAReport, please contact Jennifer Loomis at loomisj@clearseasresearch.com or 248-786-1630, or Beth Surowiec at surowiecb@clearseasresearch.com or 248-786-1619. The full report includes brand familiarity, product quality, brands purchased, top three industry leaders in five years, brand satisfaction ratings for 52 brands, and important factors driving brand purchase decisions.

Publication date: 10/12/2009

Did you enjoy this article? Click here to subscribe to The NEWS Magazine

Recent Articles by Beth Surowiec

You must login or register in order to post a comment.



Image Galleries

2015 ACCA Conference

Images from the 2015 ACCA Conference in Grapevine, Texas. Posted on April 8, 2015.


NEWSMakers: Clint Schreck

Clint Schreck, general manager, Columbus Worthington Air, Columbus, Ohio, discusses winning Angie’s List Super Service Award, how to handle online reviews, and much more.

More Podcasts


NEWS 05-18-15 cover

2015 May 18

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe

Legislation and Regulation

What legislative/regulatory issue is most important to you as a HVAC business owner?
View Results Poll Archive


2015 National Plumbing & HVAC Estimator

Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

More Products

Clear Seas Research


Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


Magazine image
Register today for complete access to ACHRNews.com. Get full access to the latest features, Extra Edition, and more.


facebook icontwitter iconyoutube iconLinkedIn i con